Wish Farms' Joel Whitehead and Nick Wishnatzki Discuss Tight Blueberry Market in Lead-Up to May

PLANT CITY, FL - Demand continues to eye blueberries with anticipation, with projections of the market expected to remain tight until early May.

“Volume is expected to trend up modestly over the next couple of weeks, with quality remaining strong. More substantial volume increases are not anticipated until around May 1, when production in Georgia is projected to ramp up more significantly,” Joel Whitehead, Director of Blueberry Grower Relationships for Wish Farms, recently shared with me. “We anticipate a brief period of volatility between April 27 and May 3, largely dependent on the pace at which weather conditions advance the crop.”

As of now, though, weather conditions have been favorable, with limited rainfall and warm—but not excessive—temperatures.

“This has supported steady, uniform ripening. These conditions have also kept disease pressure low, resulting in strong fruit quality and minimal weather-related concerns in the near term,” Joel explained.

While pricing is likely to reflect those constrained supply dynamics during this run-up to May, Joel assured me volumes should begin to build once we are past that window, stabilizing pricing with plenty of opportunities for strong promotions with retailers.

“Retailers are well-positioned to increase movement by promoting the depth of offerings and premium quality within the blueberry category,” Nick Wishnatzki, Public Relations Director, added. “Showcasing organic, conventional, and jumbo offerings ensures strong consumer choice across price points. Jumbo blueberries continue to perform as a premium option that shoppers seek out and are willing to pay more for. Merchandising should also highlight blueberries’ incredible health and nutrition associations, which naturally resonate with consumers.”

As the domestic season ramps up, promoting North American-grown product as the freshest available, he concluded, can further drive demand and reinforce quality at retail.

AndNowUKnow will be sure to report continuously on berries and all other dynamic categories in fresh produce as spring days progress.